Table of Contents
IDC Opinion
In This Study
Methodology
Situation Overview
Demographic Profiling
Table: Canada Household and Population Growth, 2006-2011 (000)
Growth of the 50+ Segment in Canada
Figure: Canada Demographic Size by Age Group, 2006 and 2011
New Life Events and Changing Needs ? A Market Not to Be Ignored
Best Value Plus Best Quality: What a 50+ Consumer Seeks
Figure: Canada Household Income Before Taxes by Age Group, 2006 ? Mean Score Analysis
Figure: Attitudes Toward Entertainment and Technology Product Purchase, 2007 ? Mean Score Analysis
Figure: Entertainment or IT Products Currently Owned and in Use by 50+ Segment, 2006 (% of Respondents)
Preference for Multiplay Communication Services
Multiplay Bundles ? Searching for the Best Deal
Figure: Perceived Benefits of Service Bundles by Age Group, 2007 (% of Respondents)
Figure: Service Bundle Preference by Age Group, 2007 (% of Respondents)
Internet ? 50+ Consumers Cannot Live Without It
Figure: Time Spent Online in a Typical Week by 50+ Segment
Figure: Type of Internet Access at Home by Age Group, 2006 (% of Respondents)
Figure: Home Networking Penetration Among 50+ Segment, 2006 (% of Respondents)
Figure: Time Spent Online Doing a Particular Activity in a Typical Week by 50+ Segment, 2006 ? Mean Score Analysis
Figure: Time Spent Online Connecting with Family and Friends in a Typical Week by 50+ Segment, 2006 (% of Respondents)
TV ? Good Old Friend
Figure: Source of TV Service, 2007
Figure: Source of Video Content by 50+ Segment, 2006 (% of Respondents)
Figure: Primary Way of Viewing TV/Video Content by 50+ Segment, 2006 (% of Respondents)
Figure: Preference for Watching Web TV/Video from Traditional TV, 2007 (% of Respondents)
Figure: Preferred Sources for Internet Video, 2007 (% of Respondent)
Figure: Internet-Sourced Video/TV Content Used in the Past Six Months, 2007 (% of Respondents)
Wireless ? Emerging Usage
Figure: Average Monthly Mobile Phone Bill by Age Group, 2007 ? Mean Score Analysis (C$)
Figure: Minutes Spent Online and Using Mobile Phone by Age Group, 2006
Figure: Preferred Mobile Services, 2007 (% of Respondents)
Figure: Frequency of Mobile Data Service Usage, 2007 (% of Respondents)
Figure: Reasons for Dissatisfaction with Mobile Data Services, 2007 (% of Respondents)
Figure: Mobile Phone Replacement Cycle, 2007 (% of Respondents)
Figure: Main Mobile Phone Selection Criterion, 2007 (% of Respondents)
Future Outlook
Potential Segmentation Model
Figure: Canada Online Consumer Behaviour and Adoption Segmentation by Age Group, 2006
Attitudes Toward Future Communications Service
Figure: Influence Factors in Purchase of Technology Product by 50+ Age Segment, 2006 ? Mean Score Analysis
The Marriage of Future Information Services and TV Functionality
Figure: Interest in Receiving Enhanced TV Functions by 50+ Segment, 2006 ? Mean Score Analysis
Essential Guidance
Actions to Consider
For Services Providers
For Other Stakeholders
Learn More
Related Research
Definitions
Methodology
Synopsis
